15 Online Video Marketing Test Ideas

If you haven’t tried video yet, consider this a nudge for you to reinvent your marketing approach and broaden your direct marketing skill set. On the subject of reinventing skills, today we announce exciting news about an evolution of this blog and how we plan to introduce you to topics that go beyond video marketing. But before we tell you about the new blog, we put our heads together and came up with a list of the top

If you haven’t tried video yet, consider this a nudge for you to reinvent your marketing approach and broaden your direct marketing skill set. On the subject of reinventing skills, today we announce exciting news about an evolution of this blog and how we plan to introduce you to topics that go beyond video marketing.

But before we tell you about the new blog, we put our heads together and came up with a list of the top 15 online video marketing initiatives that we recommend you test as we move toward the important fourth quarter sales cycle.

(If the video isn’t just above this line, click here to view it.)

This video includes ideas for video content, use of customer testimonials, product demonstrations, opt-in ideas to grow your email list, using video in social media, pay-per-click, video length, video sales letters, budgeting for video and more.

As mentioned earlier, our blog is evolving and expanding to encompass many of those oftentimes puzzling new online direct marketing opportunities.

While reinventing one’s core competencies should be an ongoing process, in recent years, the requirement to reinvent so that your skills and organization remain relevant has accelerated. So as re-inventors of our direct marketing skills, the editors of Target Marketing have encouraged us to expand the topic of our blog beyond video to include topics like:

  • Using site and search retargeting
  • Integration of customer relationship management systems
  • The analytics of social media to better understand its effectiveness for direct marketing
  • Using content for inbound marketing
  • Online competitive analysis
  • … along with additional subjects that we, as long-time direct marketers, believe you should understand and consider testing.

Starting in a couple of weeks, we begin a new blog named Reinventing Direct. We’ll discuss new ideas, how direct marketers can apply these opportunities, and break it down for you in non-threatening, practical ways so you can better understand it and reinvent your direct marketing skills. We hope you’ll follow us on our new blog, and we invite you to suggest topics in the comments area below, or use the link to the left to email your thoughts.

It’s been our pleasure to have authored Online Video Marketing Deep Dive. Thank you for being a loyal follower, and we look forward to sharing our tips with you in a couple of weeks in Reinventing Direct.

6 Energizing Principles From Video Sales Letters

Video sales letters are being used more and more by traditional direct marketers. The videos are simple. No fancy graphics—just words on screen, flowing in sync with a voice-over. This format works well when you have a product or service that doesn’t demand dynamic visuals as much as it demands a compelling message, well told, to an audience who rabidly follows you. Here are six videos sales letters principles that can energize

Video sales letters are being used more and more by traditional direct marketers. The videos are simple. No fancy graphics—just words on screen, flowing in sync with a voice-over. This format works well when you have a product or service that doesn’t demand dynamic visuals as much as it demands a compelling message, well told, to an audience who rabidly follows you. Here are six videos sales letters principles that can energize what you do for your own online video marketing initiatives.

Direct marketers in the publishing niche (for example, investment newsletters, health newsletters and nutritional supplements) use video sales letters extensively. The marketers get viewers by way of their opt-in customer list; sending an email that directs the prospect to a landing page containing the long-form video sales letter. These are often long-form copy letters (on video) and can last 10 to 15 minutes—even longer.

Video sales letters are often educational. Viewers are conditioned that they will learn something if they invest the time to absorb the message. Rewarded by discovering something new, they don’t find them annoying. And they’ll buy when the message is convincing.

Direct marketers who successfully use video sales letters know their market, their audience and how to generate sales.

Certainly not everyone will watch a 10-to-15 minute video. You may be among those who say you never would. But clearly there are people who stick through video sales letters—just as many people read through long-form printed letters that are relevant and engaging—and they convert to sales. Even if your product or service doesn’t lend itself to this format, here are six principles to consider that can energize your own online video marketing programs.

  1. Classic copywriting formulas are your foundation
  2. You, the marketer, control the pace
  3. Flow and pace are nuanced
  4. Energize your message with a persona
  5. Give viewers mental redirects
  6. Strategically delay the appearance of call-to-action buttons

I elaborate on each of these six principles—the deep dive—in this video.

(If the video isn’t just above this line, click here to view it.)